STYLISTIC FIGURES AS MEANS OF AFFIRMATION IN THE ENGLISH SLOGANS: LEXICAL, SYNTACTIC AND PHONETIC FEATURES

Abstract

Problem statement. Today in conditions of modern development of digital technologies communication undergoes substantial changes which influence the character and form of people`s interaction. Today communication is mainly carried out by means of text messages, being generated and percepted not only by means of technical devices, but also with the help of items of clothes. Text messages function like slogans, performing certain pragmatic function and are characterized by stylistic features. The research is aimed at determining stylistic features of the English slogans, represented by affirmative constructions. Their classification, quantitative analyses on the lexical, syntactic and phonetic levels are presented. Results. The slogans on clothes are characterized by poly-discourse character. Their pragmatic functions are realized by means of the following stylistic method: stylistic figures, rhetorical colours, phonetic stylistic means. The most popular stylistic method of the linguistic representation of the English slogans is stylistic figures. They include parallel construction, parcellings, phetorical questions, abbreviations, argumentation, conditional sentences and inversions. Conclusion. Stylistic methods used in slogans serve as translators of axiological perceptions of the representatives of the youth. The texts of slogans are characterized by combination of syntactical understatement, lexical density and semantic parallelism. The linguistic models relevant for the discourse of the youth are characterized by the use of laconic brief (block-like) information, truncated syntactic constructions, aimed at exerting intensive emotional influence on recipient. Prevailing affirmative syntactical constructions, representing the semantic features of creative, non-trivial attitude to themselves and the world is the key features of the discourse of the youth.